i've been to the factory. i'm a city boy. i am -- >> some of that in here. >> we've all eaten it. a couple activists who used to work for the fda didn't like this really cool scientific process that separates the beef trimmings and you get the remaining ground beef so they coined this term deliberately to hurt the company, and -- >> the company was doing something our instinct, taking the last bit bet of beef off the bone by trimming slightly and saved the money and saved the environment. >> anding for get just the environment. i get tired of hearing that argument. what about us? everybody on abc constantly saying, oh, you should eat leaner beef, worry about your health. so when we try to eat the leaper beef, they tack that away from us, too. >> and not using it wastes 5,000 companies a -- cows a day. >> they said the term pink slime 178 times either on their broadcast. >> then they started taking it back. >> there's a classic journalism. they said the term commonly used -- and then of course what you find, no, it's not. washington post, new york times, one or two times a most the